The Time for Marketing on Hong Kong’s Clubhouse Is Here!

The up-and-coming social media platform, Clubhouse, has evolved quite quickly. Since the middle of last year, it became popular abroad and grew in popularity in Asia since the beginning of the year. It was clever for the app to make use of the celebrity effect and exclusivity of being able to join by invite only. In addition to sparking off a wave of heated exchanges within the city, many people also look forward to an invitation to join the “celebrity” circle for the latest gossip. Everyone knows how viral the effect humans have on one another.

Applying radio marketing techniques on Clubhouse

All brands strive to be popular. And marketing at Clubhouse isn’t as complicated or difficult as we thought. Although it is a new social media platform, it is similar to marketing over traditional radio, with the addition of real-time interaction with one’s audience. It is essentially akin to a radio station receiving and broadcasting calls from listeners, where participants can express their views over the particular program or room. As such, the style of the program, interactive segment, and brand sponsorship – similar to radio broadcasting – can be considered the Clubhouse version.

The celebrity effect attracts fans

Food Panda was probably the first brand to use Clubhouse. For four days in a row, celebrities were invited to open rooms at Clubhouse, attracting fans with an all-star cast. The series climaxed with Alfred Hui hosting a room on the last day. Marketer Cathy tuned in and observed that Alfred from time to time would encourage participants to share recordings of the discussion on other social media platforms. Theoretically, to be able to record any discussions in a Clubhouse room requires the consent of the host, otherwise whatever is discussed stays among the participants in the room by default. If participants are willing to share whatever transpired on other platforms, it would enhance the marketing benefits of the entire program. Finally, Food Panda’s main role was only to sponsor the Clubhouse event; the celebrities hosting were the ones who largely benefited from gaining views (oh wait, I mean listeners). As such, to engender discussions at Clubhouse relevant to the brand ensure that fans stick to the topic. It is something worthwhile to develop further, beyond simply tapping on the celebrity effect.

A perfect combination of bold topics

Durex HK made a wordplay with the phrase “get a room” and invited Yue Dik Wai to talk about sex. It was a perfect combination of a brand, host, topic, and product. Even if you put aside Clubhouse being a new platform, the theme of everyone sharing what excites them never gets dull (even when featured in print media or TV), making it something that will certainly attract people to closely listen and laugh along with.

Inviting listeners to participate and talk about their own experiences on a common topic is akin to a late-night radio program where people can phone in confidentially and pour out their heartfelt feelings. Yet, there are fewer limitations on Clubhouse compared to broadcasting and traditional media. The host may use bolder words, and participants can also be more explicit. Of course, it is also important to manage the room responsibly. The Clubhouse app does not provide video recordings. Durex’s marketing efforts are a perfect example of making use of the Clubhouse platform.

Consider using podcast marketing techniques

Besides referencing traditional radio for marketing on Clubhouse, I believe the concept of podcast marketing from overseas examples is a direction worthy to explore. In addition to opening rooms at Clubhouse, brands can also advertise before, during, or after programs, or even compliment these with a sponsored link to offer freebies. Or the host could introduce the brand’s products in the room. Do our readers here have any other ideas for marketing on the Clubhouse platform? 

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